MKT 702 Chapter Notes - Chapter 4: Regression Analysis, Air Canada, Focus Group
Document Summary
Long run decisions need timely, accurate and actionable information about consumers, competition, and their brands. Syndicated-service research firms: gather consumer and trade information which they sell for free (example: nielson company, tns canada, etc) Custom marketing research firms: carry out specific projects for companies. They design the study and report the findings. Specialty-line marketing research firms: provide specialized research services. (example: field-service firm- sells field interviewing services to other firms) The marketing research process: step 1: define the problem, the decision alternatives, and the research objectives. Problem- will offering inflight internet service create enough incremental preference and profit for air canada to justify its cost against other possible investments in service enhancements air canada might make? . How important is internet service to first- class passengers relative to other services, such as a power plug or enhanced entertainment? o suggest possible solutions or new ideas. o o. Casual: purpose is to test a cause-and-effect relationship.
